Drastically Improve your ROI with Marketing Automation

January 1, 2022

If you are looking for the next giant leap in the marketing and sales processes, consider Marketing Automation. For companies that have implemented a CRM (Customer Resource Management) system, automating your lead nurturing process can improve your ROI and keep you ahead of the competition. Today, CRM alone may not be sufficient. In traditional business, CRM acts as the control center for leads and contacts. It functions primarily as the company-wide rolodex.  Traditional CRM alone excels at:

• Providing both sales and marketing easy access to lead and customer contact information
• Information on the status of a lead if there is discipline to enter the data

The problem with only using CRM to manage leads is that it requires this high degree of discipline from the marketing and sales staff as a lead progresses through the system. This is usually manual input for lead status by your team who will most likely be your least disciplined at administrative things. Additionally, CRM systems often don’t facilitate the company’s sales process, but just keep track of basic contact information. It’s not that the sales process is difficult to set up, the manual data entry and lack of discipline make it too unruly to be totally effective.

That’s where Marketing Automation can make a huge difference

 

The following are the results of combining CRM and Marketing Automation:

• Marketing Campaigns can be fully automated to include follow up based on customer interest. For example, watch what actions leads take on your website and customize your response based on their actions
• Your new lead is contacted through a standardized set of processes, with customized email auto responders keyed to tailored follow up
• You can see if the lead opens and reads these emails to judge interest level
• An automated system can nurture the lead by monitoring the lead’s interactions with the company across a broad range of possible actions beyond just the website
• It can transfer the information to a salesperson with a score of how interested the lead is. In the perfect system, each action by a lead generates points; when a trigger level of points is reached, the lead is considered qualified and ready to buy
• Your sales force handles more qualified leads, a huge improvement in satisfaction and closure rate by your salespeople

With Marketing Automation, much of your lead acquisition and management process can be standardized and automated. The combined system of CRM and automation will save you time, and make you more money.